If there is one celebrity who has successfully harnessed the power of social media to extend her reputational capital, it would be Lady Gaga.
Last year, Lady Gaga made $52m, reached a Klout score of 94 and has a Twitter following of over 30 million. Not only does she hold the number one spot for most followers on Twitter, Gaga’s Facebook page ranks among the three most popular pages in the world. It is not surprising that she is one of the most socially influential people in the digital landscape.
Gaga has created a social media monster machine that has allowed her to interact directly with her fans to sustain her celebrity status and music. Her success is due in part to her control over her social media accounts. She not only uses her account to cross-promote her upcoming releases and tours, she also actively writes her own tweets and demonstrates her appreciation for her fan base aka ‘Little Monsters’ by retweeting and responding to their tweets / Facebook posts.
Recently, Gaga created her own social media platform: Little Monsters. Set to rival Facebook, this social media networking site is dedicated to the fans of Lady Gaga. It is a space for fans to convene to participate in discussions, “put their paws up”, and post photos.
Gaga’s all-encompassing presence is a result of her integration of social and traditional media, engaging audiences in real-time and telling a story that is relateable and worth spreading. She has found the economic value of building her brand online by tapping into the relationships and interests that people share in the digital landscape.
What can Mother Monster teach us about building reputational capital?
Encourage participation: Provide opportunities for your fans to actively participate. Engage with them by allowing them to contribute at a personal level so they become invested and begin to identify with your brand.
Empower your fan base: Form genuine connections with your fan base. Be conversational and personable and real. Just like real relationships, companies should thank their fans / followers for their loyalty, receive and respond to feedback and offer incentives.
Provide valuable content: Highlight offers, prizes and content that will keep your followers interested.
Integrate your platforms: Cross-sell your promotions and content across your online channels – whether that be your website, Facebook or Twitter – to create a uniform voice.
Social media creating spaces for views that challenge norms? Have some m$therf*cking’ compassion! Check out Kate’s blog on Gaga’s Body 2013 Revolution